College of Customer WinBack Skill Finders Guide

Understanding the real reasons why your firm lacks a win back systemQuantifying the rewards of win back both short term and long termBuilding a business case that substantiates the practicality of win back investment

Other skills to target

2. Managing the Big Three: Win Back, Retention, Acquisition

Using the interconnectivity of win back, retention and acquisition to strengthen all threeKnowing the six customer groups to track and what to learn from eachSlicing and dicing purchase data to pinpoint and monitor customer defectionEstimating customer lifetime value for current customers and prospectsDeveloping working formulas for estimating second lifetime value of lost customersCrafting your win-back decision map - your direction finder for recovering lost customers and saving at-risk customers

Other Big Three management skills

3. Winning Back a Lost Customer

Creating win-back processes and protocolsRecognizing the different ways customers say goodbyeDetermining whether a customer is worthy of win backSegmenting lost customers by reason for defectionUncovering a customer’s real reason(s) for leavingCreating a win-back communication plan that reinstates customer trustLearning how real companies tackle customer win back and measure win back success

Other winning back lost customers skills

4. Saving a Customer on the Brink of Defection

Using a three-step CPR to save at-risk customers (off and on line)Understanding the emotion of trust and its influence on saving a defecting customerMastering techniques for rapid trust reinstatement’Tapping sources of information about impending customer defection

Other customer saving skills

5. Mobilizing and Managing a Win Back Team

Setting up and managing a permanent win-back teamMobilizing and managing a temporary win-back teamMastering people, place and process issues

Other mobilizing skills

6. Making your Company Defection Proof

Operating on the assumption that no customer is ever truly safe from defectionShifting customer needs and values and how to operate in this realityUsing the Kano Model to deliver value that brings customers backResearching what matters most to customersPracticing wondrous entanglement to make customers stick